Understanding your audience's opinion regarding your brand and insight is crucial to your development and growth. An intelligently crafted brand survey yields actionable data on customer satisfaction, brand awareness, and market standing. A poorly designed survey can also be so skewed that the good thing is it comes with no one even noticing. Here, we'll walk you through the most critical steps to making a successful brand survey—varying from question types required to distribution strategies and best practices. Whether you're a startup company streamlining your branding or a mature company looking to increase customer loyalty, a well-crafted brand survey will unlock valuable data-driven potential. Let's discover how to make one that works.
Establish specific objectives before you design your survey. Are you going to be measuring brand awareness, customer loyalty, or product perception? Each of these calls for a different kind of question. For example, if you are going to need to measure brand recall, have respondents tell you where they first heard about your business. If you need to know how satisfied they are, have them provide some Net Promoter Score (NPS) feedback. It's keeping your objectives in mind ahead of time that keeps you collecting information that can inform brand direction. With goal surveys, you can look over time where you are, and that is a great method of understanding what works and what does not work with content types. Having the things that you want to eliminate in the front of your mind causes you to go through this survey in a linear manner. It also stops you from getting distracted by irrelevant questions or those that would mislead respondents.
Your success with your questionnaire depends on what you ask. Open-ended questions do give good feedback, but my respondents are longer than I'd like. Multiple choice questions are good and speedy - they give a good, clean answer. A good brand questionnaire has:
Keep the survey short—there is evidence that has shown 10-question surveys gain a 70% response rate, with longer surveys gaining less than 50%. Try to mix up questions in the best way possible to gain some really high-quality responses without letting respondents get bored or tired.
Your survey really has a great deal to do with where and when you send it out. Picking the proper vehicle really is all about getting to your people big time. Some of the most popular mediums are:
Ensure your survey is accessible by mobile because studies have indicated that 60% of surveys are completed on phones. The right mode of communication is an enormous difference when considering how much you get back and how good any quality information you learn is.
Data collection is the grand first step, but using it is where it's going to be worth it in the long term. Now that we've learned all of this today, it's time to weed through them. Let's put some effort into determining where hard-hitting topics are appearing and snapping a picture of the general mood of the people on the topic. Utilise data visualisation tools like word clouds or pie charts to make the findings more evident. If your survey reveals brand trust problems, act on them immediately by building communications campaigns or a customer service program. Compare results over time as well to monitor improvements and measure the success of your brand reformation. Remember that gathering data is not enough, but acting on it in strategic steps that enhance your brand reputation and customer experience.
A successful brand survey does more than gather feedback—it fuels brand growth by uncovering actionable insights. One of the best things that you can do for your brand is establish goals, pose the appropriate questions, select good distribution channels, and read deeply. With all that refining your approach, you basically create customer loyalty. Do not allow time to get away from you for invaluable customer knowledge. Go right on and plan out your brand questionnaire and invite honest success with facts! Tap the strength of XEBO.ai's analytics and create data-driven brand surveys that count. Schedule a free demo now!
